I'm pleased to be joined once again by Colin Dixon, senior partner at The Diffusion Group, for the 119th edition of the VideoNuze Report podcast, for Feb. 3, 2012. In this week's podcast we discuss YouTube's original channels strategy.
As I wrote earlier this week, I think YouTube's approach is quite compelling, and although it's still very early, the disruptive potential is high. In a sense I see YouTube as trying to "out-cable cable," by introducing niche and micro-niche programming that leverage its low-cost, interactive distribution platform reaching a global audience of 800 million viewers each month. It's awfully tempting for incumbent broadcasters and cable networks to dismiss the efforts as lower quality and therefore not competitive, but history shows things that start modestly often have a way of improving dramatically (take ESPN's evolution as one great example).
Colin zeroes in on YouTube's interactive attributes and the favorable economics of online video delivery as being a key differentiators from today's TV landscape. As one who worked on so called interactive TV (or "ITV") efforts in its early days, Colin has a great perspective on this. He thinks YouTube's programming can be distinctive because, by definition, it can capitalize on its inherent connected Internet platform. That, combined with YouTube's native engaged user base, gives YouTube a whole new opportunity to change viewing experiences. Colin highlights a recent TDG survey of iPad users that revealed YouTube as the most used app (by 64% of users), which surpassed even iTunes (53% of users).
Listen in to learn more!
Note, this week YouTube head Salar Kamangar did a great on-stage interview with Peter Kafka at the D: Dive Into Media conference where he articulated YouTube's strategy. And for another perspective on YouTube's strength, see this fascinating article about RayWJ, a YouTube-only comedian who's reportedly pulling in $1 million a year from his channel.
Click here to listen to the podcast (21 minutes, 14 seconds)